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Category
Social Engagement / Stunts & Activations
Annual ID
OS_SM19024B
About the Work
Our task was clear: break Australia out of the tourism sea of sameness by A) becoming top of mind for American travelers, B) differentiating ourselves and C) driving intent to book today. In 1986, Crocodile Dundee introduced Americans to the Land Down Under. By staging a reboot of the film in 2018, we introduced Americans to a new side of Australia—one that’s more contemporary, sure, but also still as warmly irreverent, lighthearted and welcoming as ever. For two weeks in January, Tourism Australia convinced the world that a new Crocodile Dundee film was on the horizon. An unprecedented campaign built to transcend the tourism category and become part of pop culture, “Dundee” rose to the top of the Super Bowl and entertainment world. Not only has the campaign increased Tourism Australia’s booking inquiries by 900%; it’s also sparked a worldwide movement to turn the sequel into a reality.
2019 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Droga5 / New York
PR / Marketing Agency
Kovert Creative / Los Angeles
Production Company
Revolver / Sydney
Media Distribution Company
UM / Sydney / New York
Chief Creative Officer
David Droga
Chief Marketing Officer
Marianne Stefanowicz
Creative Director
Chris Colliton
Kevin Weir
Ryan Fitzgerald
Jim Curtis
Designer
Devin Croda
Jen Lally
Executive Producer
Andrew Slough
Product Manager
Tessa Muchura
Account Team
Edward Rogers
Marissa Guerra
Annie Sherbon
Jeff Winsper
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